Combining content with a search result

ABSTRACT

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. Search results responsive to a query are identified including a first search result in a top set of search results, the first search result associated with a first entity. A first eligible content item is identified for presentation along with the search results, the first eligible content item associated with the first entity. A combined content item is identified that is a combination of the first search result and first eligible content item and is to be presented as a search result responsive to the query. The combined content item is augmented including: identifying entities related to the first entity, identifying content items that are associated with the related entities, selecting at least one identified content item, and using content from the selected content items to augment the combined content item.

BACKGROUND

This specification relates to information presentation.

The Internet provides access to a wide variety of resources. Forexample, video and/or audio files, as well as webpages for particularsubjects or particular news articles, are accessible over the Internet.Access to these resources presents opportunities for other content(e.g., advertisements) to be provided with the resources. For example, awebpage can include slots in which content can be presented. These slotscan be defined in the webpage or defined for presentation with awebpage, for example, along with search results.

Content slots can be allocated to content sponsors as part of areservation system, or in an auction. For example, content sponsors canprovide bids specifying amounts that the sponsors are respectivelywilling to pay for presentation of their content. In turn, an auctioncan be run, and the slots can be allocated to sponsors according, amongother things, to their bids and/or the relevance of the sponsoredcontent to content presented on a page hosting the slot or a requestthat is received for the sponsored content. The content can be providedto a user device such as a personal computer (PC), a smartphone, alaptop computer, a tablet computer, or some other user device.

SUMMARY

In general, one innovative aspect of the subject matter described inthis specification can be implemented in methods that include acomputer-implemented method for providing content. The method includesreceiving a search query. The method further includes identifying searchresults responsive to the query including a first search result in a topset of search results wherein the first search result is associated witha first entity. The method further includes identifying a first eligiblecontent item based on the search results for presentation along with thesearch results, the first eligible content item being associated withthe first entity. The method further includes identifying a combinedcontent item that is a combination of the first search result and thefirst eligible content item and is to be presented as a search resultresponsive to the query. The method further includes augmenting thecombined content item including: identifying one or more entitiesrelated to the first entity, identifying one or more content items froman inventory of content items that are associated with the one or moreidentified related entities, selecting at least one of the identifiedone or more content items based on a selection criteria, and usingcontent from the selected at least one identified one or more contentitems to augment the combined content item.

These and other implementations can each optionally include one or moreof the following features. The first entity can be a brand. The firsteligible content item can be sponsored by an owner of the brand. The oneor more related entities can be commercially related to the brand. Theone or more commercially related entities can be retailers for thebrand. Identifying one or more related entities can include using agraph of related entities to determine one or more commercially relatedentities. Identifying one or more content items from an inventory ofcontent items that are associated with the one or more identifiedrelated entities can include identifying one or more content items thatare sponsored by the one or more identified related entities. Selectingcan include conducting an auction and using selection criteria thatincludes performance information related to either the one or morerelated entities or the identified one or more content items. Augmentingcan include adding a link to a landing page associated with the one ormore content items. Augmenting can include adding a text advertisementsponsored by the one or more related entities. Augmenting can includedetermining a format for content to be added and adding the one or morecontent items in accordance with the determined format.

In general, another innovative aspect of the subject matter described inthis specification can be implemented in computer program products thatinclude a computer program product tangibly embodied in acomputer-readable storage device and comprising instructions. Theinstructions, when executed by one or more processors, cause theprocessor to: receive a search query; identify search results responsiveto the query including a first search result in a top set of searchresults wherein the first search result is associated with a firstentity; identify a first eligible content item based on the searchresults for presentation along with the search results, the firsteligible content item being associated with the first entity; identify acombined content item that is a combination of the first search resultand the first eligible content item and is to be presented as a searchresult responsive to the query; and augment the combined content itemincluding: identifying one or more entities related to the first entity,identifying one or more content items from an inventory of content itemsthat are associated with the one or more identified related entities;selecting at least one of the identified one or more content items basedon a selection criteria; and using content from the selected at leastone identified one or more content items to augment the combined contentitem.

These and other implementations can each optionally include one or moreof the following features. Augmenting can include adding a link to alanding page associated with the one or more content items. Augmentingcan include adding a text advertisement sponsored by the one or morerelated entities. Augmenting can include determining a format forcontent to be added and adding the one or more content items inaccordance with the determined format.

In general, another innovative aspect of the subject matter described inthis specification can be implemented in systems, including a contentmanagement system. The system includes a content identification enginethat evaluates terms and phrases in a received query to identify contentresponsive to the request. The system further includes an entity/branddetermination engine that determines when at least one of the eligiblecontent items identified by the content identification engine isassociated with a same entity/brand as an entity/brand associated with afirst search result of the search results. The system further includes acontent item combination engine that combines the first search resultand one of the determined at least one eligible content items into acombined content item. The system further includes a request handlerthat handles requests for content received by the content managementsystem. The system further includes one or more processors and one ormore memory elements including instructions. The instructions, whenexecuted, cause the one or more processors to: receive a search query;identify search results responsive to the query including a first searchresult in a top set of search results wherein the first search result isassociated with a first entity; identify a first eligible content itembased on the search results for presentation along with the searchresults, the first eligible content item being associated with the firstentity; identify a combined content item that is a combination of thefirst search result and the first eligible content item and is to bepresented as a search result responsive to the query; and augment thecombined content item including: identifying one or more entitiesrelated to the first entity, identifying one or more content items froman inventory of content items that are associated with the one or moreidentified related entities; selecting at least one of the identifiedone or more content items based on a selection criteria; and usingcontent from the selected at least one identified one or more contentitems to augment the combined content item.

These and other implementations can each optionally include one or moreof the following features. Augmenting can include adding a link to alanding page associated with the one or more content items. Augmentingcan include adding a text advertisement sponsored by the one or morerelated entities. Augmenting can include determining a format forcontent to be added and adding the one or more content items inaccordance with the determined format. The first entity can be a brand.

Particular implementations may realize none, one or more of thefollowing advantages. Combined content items (e.g., a combined searchresult entry) can be automatically created using content from a searchresult associated with a brand and a content item (e.g., advertisement)associated with the same brand. Users can be presented with a combinedcontent item that may be more interesting because the content itemincludes content from different sources. The combined content item canalso be augmented with other information, such as information (e.g.,content) from retailers, suppliers, or other content sponsors that areassociated with the brand or entity. In some implementations, retailerinformation can be turned into actionable links that users can use toaccess brand-related or entity-related content provided by the othercontent sponsors.

The details of one or more implementations of the subject matterdescribed in this specification are set forth in the accompanyingdrawings and the description below. Other features, aspects, andadvantages of the subject matter will become apparent from thedescription, the drawings, and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example environment for deliveringcontent.

FIG. 2A shows an example system for creating a combined content itemusing information from a content item associated with a same brand.

FIG. 2B shows an example combined content item.

FIG. 3A is a flowchart of an example process for creating a combinedcontent item using information from a content item associated with asame brand.

FIG. 3B is a flowchart of an example process for creating a combinedcontent item using information from a content item associated with arelated entity

FIG. 4 is a block diagram of an example computer system that can be usedto implement the methods, systems and processes described in thisdisclosure.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

This document describes systems, methods, computer program products andmechanisms for creating a combined content item that combines contentfrom a search result and a content item that are both associated withthe same entity (e.g., brand, sponsor or other entity). For example, thesearch result can be one of (e.g., the first or top search result in)search results that are provided in response to a query. The contentitem (e.g., an advertisement) can be selected (based on being associatedwith the same brand) from one or more eligible content items that arealso identified, based at least in part, on a received query. Thecombined content item that is created can be presented with the searchresults, e.g. as the first search result.

In some implementations, combined content items can incorporate contentfrom content sponsors of related entities. The related entities can berelated, for example, to an entity associated with a content item thatmatches selection criteria associated with a received request. In anexample, in response to a received search query, search resultsresponsive to the query can be identified, including identifying a firstsearch result in a top set of search results. The first search resultcan be associated with a first entity. A first eligible content item(that is associated with the first entity) can be identified based onthe search results for presentation along with the search results. Acombined content item can be identified that is a combination of thefirst search result and the first eligible content item and that is tobe presented as a search result responsive to the query. The combinedcontent item can be augmented. For example, one or more entities relatedto the first entity can be identified, and one or more content items canbe identified from an inventory of content items that are associatedwith the one or more identified related entities. At least one of theidentified one or more content items can be selected for use inaugmenting the combined content item. The selected at least oneidentified one or more content items can be added in whole or part tothe combined content item or used as the basis for content that isaugmented (e.g., actionable links).

FIG. 1 is a block diagram of an example environment 100 for deliveringcontent. The example environment 100 includes a content managementsystem 110 for selecting and providing content in response to requestsfor content. The example environment 100 includes a network 102, such asa local area network (LAN), a wide area network (WAN), the Internet, ora combination thereof. The network 102 connects websites 104, userdevices 106, content sponsors 108 (e.g., advertisers), publishers 109,and the content management system 110. The example environment 100 mayinclude many thousands of websites 104, user devices 106, contentsponsors 108 and publishers 109.

In some implementations, in response to a request for content (e.g., asearch query 116), the content management system 110 can provide acombined content item 133, e.g., as a first search result among thesearch results 118. The content management system 110 can create thecombined content item 133, for example, by combining a top one of thesearch results 118 with one of the eligible content items 131 that isassociated with a same brand as the top one of the search results 118.In some implementations, a content item associated with a same entity(i.e., not necessarily same brand) can be combined with a search resultthat is associated with the same respective entity. A more detaileddescription as to how the combined content item 133 is created isincluded below.

The content management system 110 can include plural engines. A contentidentification engine 121, for example, can evaluate terms and phrasesin query (e.g., the search query 116) received by the content managementsystem 110 to identify content responsive to the request. The contentcan include at least one eligible content item (e.g., from a data storeof eligible content items 131, including advertisements) and searchresults (e.g., search results 118) that are responsive to the query. Insome implementations, the content identification engine 121 can alsoidentify a first search result in a top set of search results that isassociated with a brand. As an example, there can be several searchresults, and some search results can be associated with a specificbrand. From the top search results that are associated with the brandand that may be ranked highest as being responsive to the search query116, for example, the content identification engine 121 can select atop, or best matching, search result. The at least one eligible contentitem that is identified can include content items that are identifiedfor delivery along with the search results 118 that are responsive tothe search query 116.

An entity/brand determination engine 122, for example, can determinewhen at least one of the eligible content items identified by thecontent identification engine 121 is associated with a same entity/brandas the entity/brand associated with the first (e.g., top) search resultof the search results. For example, one or more of the eligible contentitems 131 can be advertisements for Example Brand shoes, which can bethe same brand that is associated with a top one of the search results118.

A content item combination engine 123, for example, can combine a firstsearch result and one of the determined at least one eligible contentitems into a combined content item. For example, to create the combinedcontent item 133, the content item combination engine 123 can combine anidentified one (e.g., a top-ranked one) of the search results 118associated with Example Brand with one of the eligible content items 131that is also associated with the brand (e.g., an advertisement forExample Brand shoes).

A request handler 124, for example, can handle requests for contentreceived by the content management system 110, and in response to eachrequest, provide one or more content items to the requestor. Forexample, the request for content can be a request to fill a content itemslot on a web page displayed in a browser on the user device 106. Inresponse to the request for content, the request handler 124 can providea content item, e.g., a shoe advertisement having characteristics thatmatch the characteristics of an advertisement slot on the user device106. A search system 112 can provide initial search results 118 inresponse to received search queries 116. The request handler 124, forexample, can combine one of the search results and one or more contentitems in response to the received search query 116 to produce integratedsearch results 119. The integrated search results 119 can include, forexample, the combined content item 133 created by the content itemcombination engine 123. In some implementations, the combining can occurat the content management system 110. In some implementations, thecombining can occur at the user device 106, e.g., in a browser.

The environment 100 can include plural data stores, which can be storedlocally by the content management system 110, stored somewhere else andaccessible using the network 102, generated as needed from various datasources, or some combination thereof A data store of eligible contentitems 131, for example, can include content items (e.g., advertisements)that can be selected by the content management system 110 in response toa content item request, such as a search query 116. A data store ofbrands 132, for example, can include information about brands that canbe used (e.g., by the entity/brand determination engine 122) todetermine if different content items are associated with the same brand.The information can include, for example, the name of the brand and anyother brand-related indicators, such as brand owner information (e.g.,addresses, URLs, phone numbers), model numbers, model names, and otherbrand-unique and/or brand-identifying information. A data store ofentities 133, for example, can include information that can be used toidentify one or more entities associated with a content item. Theentities 133 can also include information that can be used to identifyentities that are related to another entity. The information in theentities 133 can include, for example, associated with each entity:entity name(s), terms (e.g., brands, models and other terms), locationinformation (e.g., a physical address), uniform resource locators(URLs), sponsors (e.g., content sponsors, retailers), and otherentity-related information. In some implementations, a list of relatedentities can be stored in association with a given entity that is anentry in the entities 133. Related entities can be determined innumerous ways. In some implementations, a given entity can specifyrelated entities. In some implementations, related entities can bedetermined, such as by evaluating received data, such as data related todelivery of content (e.g., ads). Other methods can be used.

In some implementations, content sponsors 108 can be provided with aninterface for defining settings for creating combined content items. Forexample, content sponsors 108 can specify whether or not they want theircontent items to be combined with a search result and presented to theuser as a combined content item. Other settings are possible, such assettings that define the style and/or content of combined content items.

A website 104 includes one or more resources 105 associated with adomain name and hosted by one or more servers. An example website is acollection of webpages formatted in hypertext markup language (HTML)that can contain text, images, multimedia content, and programmingelements, such as scripts. Each website 104 can be maintained by acontent publisher, which is an entity that controls, manages and/or ownsthe website 104.

A resource 105 can be any data that can be provided over the network102. A resource 105 can be identified by a resource address that isassociated with the resource 105. Resources include HTML pages, wordprocessing documents, portable document format (PDF) documents, images,video, and news feed sources, to name only a few. The resources caninclude content, such as words, phrases, images, video and sounds, thatmay include embedded information (such as meta-information hyperlinks)and/or embedded instructions (such as JavaScript™ scripts).

A user device 106 is an electronic device that is under control of auser and is capable of requesting and receiving resources over thenetwork 102. Example user devices 106 include personal computers (PCs),televisions with one or more processors embedded therein or coupledthereto, set-top boxes, mobile communication devices (e.g.,smartphones), tablet computers and other devices that can send andreceive data over the network 102. A user device 106 typically includesone or more user applications, such as a web browser, to facilitate thesending and receiving of data over the network 102.

A user device 106 can request resources 105 from a website 104. In turn,data representing the resource 105 can be provided to the user device106 for presentation by the user device 106. The data representing theresource 105 can also include data specifying a portion of the resourceor a portion of a user display, such as a presentation location of apop-up window or a slot of a third-party content site or webpage, inwhich content can be presented. These specified portions of the resourceor user display are referred to as slots (e.g., ad slots).

To facilitate searching of these resources, the environment 100 caninclude a search system 112 that identifies the resources by crawlingand indexing the resources provided by the content publishers on thewebsites 104. Data about the resources can be indexed based on theresource to which the data corresponds. The indexed and, optionally,cached copies of the resources can be stored in an indexed cache 114.

User devices 106 can submit search queries 116 to the search system 112over the network 102. In response, the search system 112 can, forexample, access the indexed cache 114 to identify resources that arerelevant to the search query 116. The search system 112 identifies theresources in the form of search results 118 and returns the searchresults 118 to the user devices 106 in search results pages. A searchresult 118 can be data generated by the search system 112 thatidentifies a resource that is provided in response to a particularsearch query, and includes a link to the resource. In someimplementations, the search results 118 include the content itself, suchas a map, or an answer, such as in response to a query for a store'sproducts, phone number, address or hours of operation. In someimplementations, the content management system 110 can generate searchresults 118 using information (e.g., identified resources) received fromthe search system 112. An example search result 118 can include awebpage title, a snippet of text or a portion of an image extracted fromthe webpage, and the URL of the webpage. Search results pages can alsoinclude one or more slots in which other content items (e.g., ads) canbe presented. In some implementations, slots on search results pages orother webpages can include content slots for content items that havebeen provided as part of a reservation process. In a reservationprocess, a publisher and a content item sponsor enter into an agreementwhere the publisher agrees to publish a given content item (or campaign)in accordance with a schedule (e.g., provide 1000 impressions by date X)or other publication criteria. In some implementations, content itemsthat are selected to fill the requests for content slots can be selectedbased, at least in part, on priorities associated with a reservationprocess (e.g., based on urgency to fulfill a reservation). As discussedabove, one or more entries from the search results 118 can be combinedwith one or more eligible content items to create integrated searchresult 119. The integrated search result 119 can then be deliveredresponsive to the received query 116.

When a resource 105, search results 118 and/or other content arerequested by a user device 106, the content management system 110receives a request for content. The request for content can includecharacteristics of the slots that are defined for the requested resourceor search results page, and can be provided to the content managementsystem 110.

For example, a reference (e.g., URL) to the resource for which the slotis defined, a size of the slot, and/or media types that are availablefor presentation in the slot can be provided to the content managementsystem 110 in association with a given request. Similarly, keywordsassociated with a requested resource (“resource keywords”) or a searchquery 116 for which search results are requested can also be provided tothe content management system 110 to facilitate identification ofcontent that is relevant to the resource or search query 116.

Based at least in part on data included in the request, the contentmanagement system 110 can select content that is eligible to be providedin response to the request (“eligible content items”). For example,eligible content items can include eligible ads having characteristicsmatching the characteristics of ad slots and that are identified asrelevant to specified resource keywords or search queries 116. In someimplementations, the selection of the eligible content items can furtherdepend on user signals, such as demographic signals and behavioralsignals.

The content management system 110 can select from the eligible contentitems that are to be provided for presentation in slots of a resource orsearch results page based at least in part on results of an auction (orby some other selection process). For example, for the eligible contentitems, the content management system 110 can receive offers from contentsponsors 108 and allocate the slots, based at least in part on thereceived offers (e.g., based on the highest bidders at the conclusion ofthe auction or based on other criteria, such as those related tosatisfying open reservations). The offers represent the amounts that thecontent sponsors are willing to pay for presentation (or selection orother interaction with) of their content with a resource or searchresults page. For example, an offer can specify an amount that a contentsponsor is willing to pay for each 1000 impressions (i.e.,presentations) of the content item, referred to as a CPM bid.Alternatively, the offer can specify an amount that the content sponsoris willing to pay (e.g., a cost per engagement) for a selection (i.e., aclick-through) of the content item or a conversion following selectionof the content item. For example, the selected content item can bedetermined based on the offers alone, or based on the offers of eachcontent sponsor being multiplied by one or more factors, such as qualityscores derived from content performance, landing page scores, and/orother factors.

A conversion can be said to occur when a user performs a particulartransaction or action related to a content item provided with a resourceor search results page. What constitutes a conversion may vary fromcase-to-case and can be determined in a variety of ways. For example, aconversion may occur when a user clicks on a content item (e.g., an ad),is referred to a webpage, and consummates a purchase there beforeleaving that webpage. A conversion can also be defined by a contentprovider to be any measurable or observable user action, such asdownloading a white paper, navigating to at least a given depth of awebsite, viewing at least a certain number of webpages, spending atleast a predetermined amount of time on a website or webpage,registering on a website, experiencing media, or performing a socialaction regarding a content item (e.g., an ad), such as republishing orsharing the content item. Other actions that constitute a conversion canalso be used.

In some implementations, conversions may be more likely to occur, forexample, when a user is presented with a content item that is a combinedcontent item containing content from a search result and content from anadvertisement that is related to the search based on being associatedwith the same brand. For example, the user may be more likely to clickon or otherwise interact with a search result if the search resultcontains advertisement information and other interesting features thatmay entice the user to interact with the search result in some way.

For situations in which the systems discussed here collect and/or usepersonal information about users, the users may be provided with anopportunity to enable/disable or control programs or features that maycollect and/or use personal information (e.g., information about auser's social network, social actions or activities, a user'spreferences or a user's current location). In addition, certain data maybe treated in one or more ways before it is stored or used, so thatpersonally identifiable information associated with the user is removed.For example, a user's identity may be anonymized so that no personallyidentifiable information can be determined for the user, or a user'sgeographic location may be generalized where location information isobtained (such as to a city, ZIP code, or state level), so that aparticular location of a user cannot be determined.

FIG. 2A shows an example system 200 for creating a combined content itemusing information from a content item associated with a same brand.While the example discussed refers to same brand, the system can be usedfor creating combined content items for other entities. The contentmanagement system 110 can provide a combined content item 202 to bepresented as a search result entry 204 a along with other search results204. The combined content item 202, for example, can include contentfrom a first search result 214 a (responsive to the search query 206)that is combined with content from a content item 216 a (also selectedbased at least in part on the search query 206). A more detailed examplefollows using an example sequence of stages 1-5.

At stage 1, the content management system 110, for example, can receivea search query 206 (e.g., “shoes”) from the user device 106. In someimplementations, the search query 206 can be received by the requesthandler 124. The search query 206 can include one or more terms orphrases and can be entered, for example, by a user 208 in a querycontrol 210 on a web page 212. Other sources of the search query 206 arepossible, and the search query 206 can include other selection criteria,e.g., based on the user's location, interests, device type, and/or othercriteria.

At stage 2, the content identification engine 121, for example, canidentify search results 214 that are responsive to the search query 206.The identified search results 214 can be obtained, for example, using anindex such as described above with reference to FIG. 1. The identifiedsearch results 214 can include the first search result 214 a, e.g., thatis associated with Example Brand shoes. The identified search results214 can also include other search results that may be associated withthe same brand, other different brands, or no brand at all. Some searchresults can be associated with multiple brands.

At stage 3, the content identification engine 121, for example, can alsoidentify eligible content items 216, such as advertisements or othersponsored content, that are to be presented with the search results 214and that are selected, based at least in part, on the search query 206.The identification can also be based on the search query 206 and otherinformation and/or signals (e.g., the user's current location) that arereceived from the user device 106 or otherwise derived. The eligiblecontent items 216 that are identified can include, for example, acontent item 216 a that is one of at least one advertisement for ExampleBrand shoes. The eligible content items 216 can also include, forexample, other advertisements for brands that are different from ExampleBrand.

At stage 4, the entity/brand determination engine 122, for example, candetermine (218), when at least one of the eligible content items 216 isassociated with a same brand as the brand associated with the firstsearch result 214 a. The determination 218 can be made, for example,using brand information accessed from brands 132. The entity/branddetermination engine 122, for example, can make a determination as towhether one or more of the eligible content items 216 is associated witha same brand (e.g., Example Brand shoes) as the first search result 214a. For example, the entity/brand determination engine 122 can determinethat content item 216 a, e.g., an advertisement for Example Brand shoes,is associated with Example Brand shoes. In some implementations,determining that a search result (or content item) is associated with abrand can include using one or more terms, text or other informationfrom the search result (or content item) to look up corresponding brandnames in the brands 132.

At stage 5, the first search result and one of the determined at leastone eligible content items are combined into a combined content item,and the combined content item is provided as a search result responsiveto the request (310). For example, the content item combination engine123 can create the combined content item 202 (e.g., a single unitpresentable with search results) that is a combination of the firstsearch result 214 a and the content item 216 a, both of which areassociated with the same brand (e.g., Example Brand shoes). In someimplementations, a different (e.g., non-first) search result can becombined with the at least one eligible content items into a combinedcontent item.

In some implementations, different factors can be used to decide whatinformation to include in a combined content item. For example, contentsponsors 108 may have preferences and/or priorities as to which featuresof content items are to be included, e.g., images, location information,user reviews, and other information. In some implementations, thecontent selected to create the combined content item can depend, atleast in part, on the device type of the user associated with the query(e.g., search query 206), e.g., so as to produce a combined content itemthat is fully viewable on the screen of whatever device the usercurrently has.

The request handler 124, for example, can provide the combined contentitem 202 to the user device 106 in response to the received search query206. The combined content item 202 can be displayed, for example, as thesearch result entry 204 a, e.g., the first search result among thesearch results 204.

FIG. 2B shows an example combined content item. For example, in responseto the search query 206 (e.g., “shoes”) entered in the query control210, the content management system 110 has provided the search resultentry 204 a as the first entry among the search results 204. Searchresults 204 also include other search results 204 b. The search resultentry 204 a in this example is a combined content item that includescontent 204 c from a search result (e.g., related Example Brand shoes)matching the search query 206. In this example, the content 204 c forthe search result includes a title 223, a landing page link 226, and asnippet 225. The content 204 c has been combined into a combined contentitem (e.g., the search result entry 204 a) using content from thecontent item 216 a, (e.g., an advertisement for Example Brand shoes).

In the example shown, the search result entry 204 a is a combinedcontent item that includes, from the content item 216 a, anadvertisement image 220, a visual URL 222, text 224, the landing pagelink 226, a map 227, a physical address 228, business hours 229, reviewinformation 230, controls 232 (e.g., for obtaining map directions orwriting a review), and retailer information 234. Other types and formatsof content can be included in a combined content item, including, forexample, audio, video, animation, content obtained from social networks,and other content.

FIG. 3A is a flowchart of an example process 300 for creating a combinedcontent item using information from a content item associated with asame brand. In some implementations, the content management system 110can perform stages of the process 300 using instructions that areexecuted by one or more processors. FIGS. 1-2B are used to provideexample structures for performing the stages of the process 300.

A search query is received (302). For example, the request handler 124can receive the search query 206 (e.g., “shoes”) from the user device106. The search query 206, for example, can be entered by the user 208in a query control 210 on the web page 212.

Search results responsive to the query are identified, includingidentifying a first search result in a top set of search results that isassociated with a brand (304). For example, the content identificationengine 121 can identify search results 214 that are responsive to termsand phrases in the search query 206. The identified search results 214can be obtained, for example, using an index, such as described abovewith reference to FIG. 1. The identified search results 214 can includethe first search result 214 a, e.g., that is associated with ExampleBrand shoes. The identified search results 214 can also include othersearch results that may be associated with the same brand, otherdifferent brands, or no brand at all. In some implementations, the firstsearch result (e.g., first search result 214 a) that is identified canbe the top search result, e.g., the first entry of the search results118 that are responsive to the query 116. In some implementations, thefirst search result can be a search results entry that is not the topresult (e.g., a second result, or a different result on a same page).

Based at least in part on the query, one or more eligible content itemsare identified for delivery along with the search results responsive tothe query (306). As an example, the content identification engine 121can identify eligible content items 216, such as advertisements or othersponsored content, that are to be presented with the search results 214and that are selected, at least based in part, on the search query 206.The advertisements can include, for example, at least one advertisementfor Example Brand shoes and other advertisements for brands that aredifferent from Example Brand.

A determination is made when at least one of the eligible content itemsis associated with a same brand as the brand associated with the firstsearch result (308). The entity/brand determination engine 122, forexample, can make a determination as to whether one or more of theeligible content items 216 is associated with a same brand (e.g.,Example Brand shoes) as the first search result 214 a. For example, theentity/brand determination engine 122 can determine that content item216 a, e.g., an advertisement for Example Brand shoes, is associatedwith Example Brand shoes. There can be other brand-related matchesbetween the eligible content items 216 and other ones of the searchresults 214.

In some implementations, determining when the at least one of theeligible content items is associated with a same brand can includedetermining that one content item is sponsored by an owner of the brand.For example, the entity/brand determination engine 122 can determinethat the content item 216 a (e.g., the advertisement for Example Brandshoes) is owned, e.g., by Example Brand Inc., who may also be thecontent sponsor 108 for the Example Brand shoes advertisement.

In some implementations, determining when at least one of the eligiblecontent items is associated with a same brand can include determiningthat one eligible content item is associated with a retailer associatedwith the brand. For example, one or more of the content item 216 a(e.g., the advertisement for Example Brand shoes) and the first searchresult 214 a can be associated with the same retailer, e.g., a retailerthat corresponds to retailer information 234 a.

The first search result and one of the determined at least one eligiblecontent items are combined into a combined content item, and thecombined content item is provided as a search result responsive to therequest (310). For example, the content item combination engine 123 cancreate the combined content item 202 (e.g., a single unit presentablewith search results) that is a combination of the first search result214 a and the content item 216 a that are both associated with the sameExample Brand shoes brand.

In some implementations, combining includes combining a visual universalresource locator (VisURL), a title, text from the determined oneeligible content item, or a link to a landing page from the determinedone eligible content item into the combined content item. For example,the combined content item 202 that is created by the content itemcombination engine 123 can include the visual URL 222, text 224 and alanding page link 226. The combined content item 202 can also includecontent 204 c, which can include some or all of the first search result214 a. In some implementations, there can be some overlap of content inthe first search result 214 a and the content item 216 a, such as thesame link to a same landing page. In some implementations, duplicativeinformation is not included in a combined content item.

In some implementations, combining can include combining otherinformation associated with the brand in the combination content item.For example, the combined content item 202 can also include a map 227 toone or more retail locations associated with brand retail presence,retailer information 234 associated with the brand and that can provideactionable links for retailers of, or associated with, the brand (e.g.,Example Brand shoes). Other information can also be included, such as aphysical address 228, business hours 229, and rating information 230.

In some implementations, combining can include designating content fromthe at least one eligible content item that is included in the combinedcontent item as sponsored content. For example, the content itemcombination engine 123 can specify that the combined content item 202 besponsored content that is included with the search results 204.

In some implementations, combined content items can be presented in away that indicates at least a partial sponsorship. For example, combinedcontent items can be presented for display using a special font, aspecial block, a different background, or some other visual differentfrom other content items.

In some implementations, the process 300 can further include monetizinginteractions with material that is included from the at least oneeligible content item that is included in the combined content itembased on user interactions with the material. For example, once thecombined content item 202 is provided as the search result entry 204 a,the content management system 110 can monetize the search result entry204 a as if it is the same content item 202. In some implementations,the monetization can occur at a different rate (e.g., a special combinedcontent item rate) than a standard rate that would apply to the contentitem 216 a.

FIG. 3B is a flowchart of an example process 320 for creating a combinedcontent item using information from a content item associated with arelated entity. In some implementations, the content management system110 can perform stages of the process 320 using instructions that areexecuted by one or more processors. FIGS. 1-2B are used to provideexample structures for performing the stages of the process 320.

A search query is received (322). For example, the request handler 124can receive the search query 206 (e.g., “shoes”) from the user device106. The search query 206, for example, can be entered by the user 208in a query control 210 on the web page 212.

Search results responsive to the query are identified including a firstsearch result in a top set of search results (324). The first searchresult can be associated with a first entity (e.g., a brand). As anexample, the content identification engine 121 can identify searchresults 214 that are responsive to terms and phrases in the search query206. The identified search results 214 can be obtained, for example,using an index, such as described above with reference to FIG. 1. Theidentified search results 214 can include the first search result 214 a,e.g., that is associated with Example Brand shoes. The identified searchresults 214 can also include other search results that may be associatedwith the same brand, other different brands, or no brand at all. In someimplementations, the first search result 214 a that is identified can bethe top search result among a top set of search results 118 (e.g.,displayed on a first page) that are responsive to the query 116. In someimplementations, the first search result can be a search results entrythat is not the top result (e.g., a second search results entry, or adifferent search results entry on a same page).

A first eligible content item is identified based on the search resultsfor presentation along with the search results (326). The first eligiblecontent item is associated with the first entity. As an example, thecontent identification engine 121 can identify eligible content items216, such as advertisements or other sponsored content, that areselected, at least based in part, on the search query 206. From theeligible content items 216, the content identification engine 121 canidentify the content item 216 a that is to be presented with the searchresults 214. The advertisements can include, for example, at least oneadvertisement related to the Example Brand shoes entity and otheradvertisements for brands that may or may not be the same as ExampleBrand.

In some implementations, the first eligible content item can besponsored by an owner of the brand. For example, the owner of the brandExample Brand Shoes can be the content sponsor 108 associated with thecontent item 216 a.

A combined content item is identified that is a combination of the firstsearch result and the first eligible content item and is to be presentedas a search result responsive to the query (328). As an example, thecontent item combination engine 123 can create the combined content item202 (e.g., a single unit presentable with search results) using thefirst search result 214 a and the content item 216 a.

The combined content item is augmented (330). For example, the contentitem combination engine 123 can augment the combined content item 202using content from the at least one other content item, as described inthe following stages.

One or more entities related to the first entity are identified (332).As an example, the entity/brand determination engine 122 can identifyother entities 133 that are related to the entity associated withExample Brand shoes. The related entities can include, for example,entities that are commercially related to the brand, such as retailersfor the brand (e.g., brick-and-mortar or online stores that sell ExampleBrand shoes).

In some implementations, identifying one or more related entities caninclude using a graph of related entities to determine one or morecommercially related entities. For example, the entity/branddetermination engine 122 can use one or more graphs that identifyrelationships among entities. Separate nodes in the graph(s), forexample, can be used to represent entities. Edges on the graph(s), forexample, can represent relationships between nodes, e.g., indicatingthat two entities are related. Other information on the nodes and edgesof the graph(s) can be used, e.g., to indicate the strength of therelationships of for other purposes. Other structures besides graphs canalso be used. In some implementations, knowledge graphs or othermechanisms can be used to associate various ones of products, entities,brands and other items of interest.

One or more content items are identified from an inventory of contentitems that are associated with the one or more identified relatedentities (334). For example, the content identification engine 121 canidentify one or more eligible content items 131 that are associated withthe related entities.

In some implementations, identifying one or more content items from aninventory of content items that are associated with the one or moreidentified related entities can include identifying one or more contentitems that are sponsored by the one or more identified related entities.For example, the content identification engine 121 can identify eligiblecontent items 216 that are sponsored by retailers of Example Brandshoes.

At least one of the identified one or more content items is selectedbased on a selection criteria (336). For example, the contentidentification engine 121 can identify a particular one of the eligiblecontent items 216 using selection criteria, e.g., selecting the contentitem 216 b that is a content item related to a retailer of Example Brandshoes. Selection criteria can be the same as used when selecting theeligible content items 214 or can be different, such as to favorparticular entity relationships over others (e.g., a preferred relatedentity).

In some implementations, selecting can include conducting an auction andusing selection criteria that includes performance information relatedto either the one or more related entities or the identified one or morecontent items. For example, an auction can be used that can, forexample, result in the selection of a content item related to a retailerof Example Brand shoes over other content items, e.g., based onclick-through rates or other performance-related information associatedwith the content item.

Content from the selected at least one identified one or more contentitems is used to augment the combined content item (338). For example,the content item combination engine 123 can add content from the ExampleBrand retailer advertisement to the combined content item 202.

In some implementations, augmenting can include adding a link to alanding page associated with the one or more content items. As anexample, the content item combination engine 123 can add retailerinformation 234, which can include clickable links to landing pages orother web pages of various retailers of Example Brand shoes.

In some implementations, augmenting can include adding a textadvertisement sponsored by the one or more related entities. As anexample, the content item combination engine 123 can add various ones ofthe components 204 c, 224, 228, 229, 230 and 222 or other advertisementtext from the content item 216 b.

In some implementations, augmenting can include determining a format forcontent to be added and adding the content in accordance with thedetermined format. For example, the content item combination engine 123can use format information that identifies how added content is toappear in the search result entry 204 a.

FIG. 4 is a block diagram of example computing devices 400, 450 that maybe used to implement the systems and methods described in this document,as either a client or as a server or plurality of servers. Computingdevice 400 is intended to represent various forms of digital computers,such as laptops, desktops, workstations, personal digital assistants,servers, blade servers, mainframes, and other appropriate computers.Computing device 400 is further intended to represent any othertypically non-mobile devices, such as televisions or other electronicdevices with one or more processors embedded therein or attachedthereto. Computing device 450 is intended to represent various forms ofmobile devices, such as personal digital assistants, cellulartelephones, smartphones, and other computing devices. The componentsshown here, their connections and relationships, and their functions,are meant to be examples only, and are not meant to limitimplementations of the inventions described and/or claimed in thisdocument.

Computing device 400 includes a processor 402, memory 404, a storagedevice 406, a high-speed controller 408 connecting to memory 404 andhigh-speed expansion ports 410, and a low-speed controller 412connecting to low-speed bus 414 and storage device 406. Each of thecomponents 402, 404, 406, 408, 410, and 412, are interconnected usingvarious busses, and may be mounted on a common motherboard or in othermanners as appropriate. The processor 402 can process instructions forexecution within the computing device 400, including instructions storedin the memory 404 or on the storage device 406 to display graphicalinformation for a GUI on an external input/output device, such asdisplay 416 coupled to high-speed controller 408. In otherimplementations, multiple processors and/or multiple buses may be used,as appropriate, along with multiple memories and types of memory. Also,multiple computing devices 400 may be connected, with each deviceproviding portions of the necessary operations (e.g., as a server bank,a group of blade servers, or a multi-processor system).

The memory 404 stores information within the computing device 400. Inone implementation, the memory 404 is a computer-readable medium. In oneimplementation, the memory 404 is a volatile memory unit or units. Inanother implementation, the memory 404 is a non-volatile memory unit orunits.

The storage device 406 is capable of providing mass storage for thecomputing device 400. In one implementation, the storage device 406 is acomputer-readable medium. In various different implementations, thestorage device 406 may be a floppy disk device, a hard disk device, anoptical disk device, or a tape device, a flash memory or other similarsolid state memory device, or an array of devices, including devices ina storage area network or other configurations. In one implementation, acomputer program product is tangibly embodied in an information carrier.The computer program product contains instructions that, when executed,perform one or more methods, such as those described above. Theinformation carrier is a computer- or machine-readable medium, such asthe memory 404, the storage device 406, or memory on processor 402.

The high-speed controller 408 manages bandwidth-intensive operations forthe computing device 400, while the low-speed controller 412 manageslower bandwidth-intensive operations. Such allocation of duties is anexample only. In one implementation, the high-speed controller 408 iscoupled to memory 404, display 416 (e.g., through a graphics processoror accelerator), and to high-speed expansion ports 410, which may acceptvarious expansion cards (not shown). In the implementation, low-speedcontroller 412 is coupled to storage device 406 and low-speed bus 414.The low-speed bus 414 (e.g., a low-speed expansion port), which mayinclude various communication ports (e.g., USB, Bluetooth®, Ethernet,wireless Ethernet), may be coupled to one or more input/output devices,such as a keyboard, a pointing device, a scanner, or a networking devicesuch as a switch or router, e.g., through a network adapter.

The computing device 400 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as astandard server 420, or multiple times in a group of such servers. Itmay also be implemented as part of a rack server system 424. Inaddition, it may be implemented in a personal computer such as a laptopcomputer 422. Alternatively, components from computing device 400 may becombined with other components in a mobile device (not shown), such ascomputing device 450. Each of such devices may contain one or more ofcomputing devices 400, 450, and an entire system may be made up ofmultiple computing devices 400, 450 communicating with each other.

Computing device 450 includes a processor 452, memory 464, aninput/output device such as a display 454, a communication interface466, and a transceiver 468, among other components. The computing device450 may also be provided with a storage device, such as a micro-drive orother device, to provide additional storage. Each of the components 450,452, 464, 454, 466, and 468, are interconnected using various buses, andseveral of the components may be mounted on a common motherboard or inother manners as appropriate.

The processor 452 can process instructions for execution within thecomputing device 450, including instructions stored in the memory 464.The processor may also include separate analog and digital processors.The processor may provide, for example, for coordination of the othercomponents of the computing device 450, such as control of userinterfaces, applications run by computing device 450, and wirelesscommunication by computing device 450.

Processor 452 may communicate with a user through control interface 458and display interface 456 coupled to a display 454. The display 454 maybe, for example, a TFT LCD display or an OLED display, or otherappropriate display technology. The display interface 456 may compriseappropriate circuitry for driving the display 454 to present graphicaland other information to a user. The control interface 458 may receivecommands from a user and convert them for submission to the processor452. In addition, an external interface 462 may be provided incommunication with processor 452, so as to enable near areacommunication of computing device 450 with other devices. Externalinterface 462 may provide, for example, for wired communication (e.g.,via a docking procedure) or for wireless communication (e.g., viaBluetooth® or other such technologies).

The memory 464 stores information within the computing device 450. Inone implementation, the memory 464 is a computer-readable medium. In oneimplementation, the memory 464 is a volatile memory unit or units. Inanother implementation, the memory 464 is a non-volatile memory unit orunits. Expansion memory 474 may also be provided and connected tocomputing device 450 through expansion interface 472, which may include,for example, a subscriber identification module (SIM) card interface.Such expansion memory 474 may provide extra storage space for computingdevice 450, or may also store applications or other information forcomputing device 450. Specifically, expansion memory 474 may includeinstructions to carry out or supplement the processes described above,and may include secure information also. Thus, for example, expansionmemory 474 may be provide as a security module for computing device 450,and may be programmed with instructions that permit secure use ofcomputing device 450. In addition, secure applications may be providedvia the SIM cards, along with additional information, such as placingidentifying information on the SIM card in a non-hackable manner.

The memory may include for example, flash memory and/or MRAM memory, asdiscussed below. In one implementation, a computer program product istangibly embodied in an information carrier. The computer programproduct contains instructions that, when executed, perform one or moremethods, such as those described above. The information carrier is acomputer- or machine-readable medium, such as the memory 464, expansionmemory 474, or memory on processor 452.

Computing device 450 may communicate wirelessly through communicationinterface 466, which may include digital signal processing circuitrywhere necessary. Communication interface 466 may provide forcommunications under various modes or protocols, such as GSM voicecalls, SMS, EMS, or MMS messaging, CDMA, TDMA, PDC, WCDMA, CDMA2000, orGPRS, among others. Such communication may occur, for example, throughtransceiver 468 (e.g., a radio-frequency transceiver). In addition,short-range communication may occur, such as using a Bluetooth®, WiFi,or other such transceiver (not shown). In addition, GPS receiver module470 may provide additional wireless data to computing device 450, whichmay be used as appropriate by applications running on computing device450.

Computing device 450 may also communicate audibly using audio codec 460,which may receive spoken information from a user and convert it tousable digital information. Audio codec 460 may likewise generateaudible sound for a user, such as through a speaker, e.g., in a handsetof computing device 450. Such sound may include sound from voicetelephone calls, may include recorded sound (e.g., voice messages, musicfiles, etc.) and may also include sound generated by applicationsoperating on computing device 450.

The computing device 450 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as acellular telephone 480. It may also be implemented as part of asmartphone 482, personal digital assistant, or other mobile device.

Various implementations of the systems and techniques described here canbe realized in digital electronic circuitry, integrated circuitry,specially designed ASICs (application specific integrated circuits),computer hardware, firmware, software, and/or combinations thereof.These various implementations can include implementation in one or morecomputer programs that are executable and/or interpretable on aprogrammable system including at least one programmable processor, whichmay be special or general purpose, coupled to receive data andinstructions from, and to transmit data and instructions to, a storagesystem, at least one input device, and at least one output device.

These computer programs (also known as programs, software, softwareapplications or code) include machine instructions for a programmableprocessor, and can be implemented in a high-level procedural and/orobject-oriented programming language, and/or in assembly/machinelanguage. Other programming paradigms can be used, e.g., functionalprogramming, logical programming, or other programming. As used herein,the terms “machine-readable medium” “computer-readable medium” refers toany computer program product, apparatus and/or device (e.g., magneticdiscs, optical disks, memory, Programmable Logic Devices (PLDs)) used toprovide machine instructions and/or data to a programmable processor,including a machine-readable medium that receives machine instructionsas a machine-readable signal. The term “machine-readable signal” refersto any signal used to provide machine instructions and/or data to aprogrammable processor.

To provide for interaction with a user, the systems and techniquesdescribed here can be implemented on a computer having a display device(e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor)for displaying information to the user and a keyboard and a pointingdevice (e.g., a mouse or a trackball) by which the user can provideinput to the computer. Other kinds of devices can be used to provide forinteraction with a user as well; for example, feedback provided to theuser can be any form of sensory feedback (e.g., visual feedback,auditory feedback, or tactile feedback); and input from the user can bereceived in any form, including acoustic, speech, or tactile input.

The systems and techniques described here can be implemented in acomputing system that includes a back end component (e.g., as a dataserver), or that includes a middleware component (e.g., an applicationserver), or that includes a front end component (e.g., a client computerhaving a graphical user interface or a Web browser through which a usercan interact with an implementation of the systems and techniquesdescribed here), or any combination of such back end, middleware, orfront end components. The components of the system can be interconnectedby any form or medium of digital data communication (e.g., acommunication network). Examples of communication networks include alocal area network (“LAN”), a wide area network (“WAN”), and theInternet.

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular implementations of particularinventions. Certain features that are described in this specification inthe context of separate implementations can also be implemented incombination in a single implementation. Conversely, various featuresthat are described in the context of a single implementation can also beimplemented in multiple implementations separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the implementations described above should not beunderstood as requiring such separation in all implementations, and itshould be understood that the described program components and systemscan generally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular implementations of the subject matter have beendescribed. Other implementations are within the scope of the followingclaims. In some cases, the actions recited in the claims can beperformed in a different order and still achieve desirable results. Inaddition, the processes depicted in the accompanying figures do notnecessarily require the particular order shown, or sequential order, toachieve desirable results. In certain implementations, multitasking andparallel processing may be advantageous.

The invention claimed is:
 1. A computer-implemented method comprising:receiving a search query; identifying search results responsive to thequery including a first search result in a top set of search resultswherein the first search result is associated with a first entity;determining the first entity associated with the first search result;identifying a first eligible content item based on the search resultsfor presentation along with the search results, the first eligiblecontent item being associated with a second entity; determining a secondentity associated with the first eligible content item; comparing thefirst and second entities, and when the first and second entities arethe same, creating a combined content item, the combined content itembeing a single display unit including at least a portion of the firstsearch result and at least a portion of content from the first eligiblecontent item wherein the respective portions are less than an entireportion of content and being presented along with other search resultsresponsive to the search query, wherein creating further includesdetermining content sponsor preferences associated with a contentsponsor of the first eligible content item, the content sponsorpreferences including one or more specifications for how to combine thefirst eligible content item with the first search result, and whereincreating further includes generating the combined content item inaccordance with the content sponsor preferences; augmenting the combinedcontent item including: identifying one or more entities related to thefirst entity; identifying one or more content items from an inventory ofcontent items that are associated with the one or more identifiedrelated entities; selecting at least one of the identified one or morecontent items based on a selection criteria; and using content from theselected at least one identified one or more content items to augmentthe combined content item in accordance with the content sponsorpreferences; and providing the augmented content item as a search resultfor display with the other search results responsive to the searchquery.
 2. The method of claim 1 wherein the first entity is a brand. 3.The method of claim 2 wherein the first eligible content item issponsored by an owner of the brand.
 4. The method of claim 3 wherein theone or more related entities are commercially related to the brand. 5.The method of claim 4 wherein the one or more commercially relatedentities are retailers for the brand.
 6. The method of claim 1 whereinidentifying one or more related entities includes using a graph ofrelated entities to determine one or more commercially related entities.7. The method of claim 1 wherein identifying one or more content itemsfrom an inventory of content items that are associated with the one ormore identified related entities includes identifying one or morecontent items that are sponsored by the one or more identified relatedentities.
 8. The method of claim 1 wherein selecting includes conductingan auction and using selection criteria that includes performanceinformation related to either the one or more related entities or theidentified one or more content items.
 9. The method of claim 1 whereinaugmenting includes adding a link to a landing page associated with theone or more content items.
 10. The method of claim 1 wherein augmentingincludes adding a text advertisement sponsored by the one or morerelated entities.
 11. The method of claim 1 wherein augmenting includesdetermining a format for content to be added and adding the one or morecontent items in accordance with the determined format.
 12. A computerprogram product comprising a non-transitive computer-readable mediumincluding instructions, that when executed, cause one or more processorsto: receive a search query; identify search results responsive to thequery including a first search result in a top set of search resultswherein the first search result is associated with a first entity;determine the first entity associated with the first search result;identify a first eligible content item based on the search results forpresentation along with the search results, the first eligible contentitem being associated with the first a second entity; determine a secondentity associated with the first eligible content item; compare thefirst and second entities, and when the first and second entities arethe same, create a combined content item, the combined content itembeing a single display unit including at least a portion of the firstsearch result and at least a portion of content from the first eligiblecontent item wherein the respective portions are less than an entireportion of content and being presented along with other search resultsresponsive to the search query, wherein creating further includesdetermining content sponsor preferences associated with a contentsponsor of the first eligible content item, the content sponsorpreferences including one or more specifications for how to combine thefirst eligible content item with the first search result, and whereincreating further includes generating the combined content item inaccordance with the content sponsor preferences; augment the combinedcontent item including: identifying one or more entities related to thefirst entity; identifying one or more content items from an inventory ofcontent items that are associated with the one or more identifiedrelated entities; selecting at least one of the identified one or morecontent items based on a selection criteria; and using content from theselected at least one identified one or more content items to augmentthe combined content item in accordance with the content sponsorpreferences; and provide the augmented content item as a search resultfor display with the other search results responsive to the searchquery.
 13. The computer program product of claim 12 wherein augmentingincludes adding a link to a landing page associated with the one or morecontent items.
 14. The computer program product of claim 12 whereinaugmenting includes adding a text advertisement sponsored by the one ormore related entities.
 15. The computer program product of claim 12wherein augmenting includes determining a format for content to be addedand adding the one or more content items in accordance with thedetermined format.
 16. A content management system comprising: a contentidentification engine that evaluates terms and phrases in a receivedquery to identify content responsive to the request; an entity/branddetermination engine that determines when at least one of the eligiblecontent items identified by the content identification engine isassociated with a same entity/brand as an entity/brand associated with afirst search result of the search results; a content item combinationengine that combines the first search result and one of the determinedat least one eligible content items into a combined content item; arequest handler that handles requests for content received by thecontent management system; one or more processors; and one or morememory elements including instructions that, when executed, cause theone or more processors to: receive a search query; identify searchresults responsive to the query including a first search result in a topset of search results wherein the first search result is associated witha first entity; determine the first entity associated with the firstsearch result; identify a first eligible content item based on thesearch results for presentation along with the search results, the firsteligible content item being associated with a second entity; determine asecond entity associated with the first eligible content item; comparethe first and second entities, and when the first and second entitiesare the same, create a combined content item, the combined content itembeing a single display unit including at least a portion of the firstsearch result and at least a portion of content from the first eligiblecontent item wherein the respective portions are less than an entireportion of content and being presented along with other search resultsresponsive to the search query, wherein creating further includesdetermining content sponsor preferences associated with a contentsponsor of the first eligible content item, the content sponsorpreferences including one or more specifications for how to combine thefirst eligible content item with the first search result, and whereincreating further includes generating the combined content item inaccordance with the content sponsor preferences; augment the combinedcontent item including: identifying one or more entities related to thefirst entity; identifying one or more content items from an inventory ofcontent items that are associated with the one or more identifiedrelated entities; selecting at least one of the identified one or morecontent items based on a selection criteria; and using content from theselected at least one identified one or more content items to augmentthe combined content item in accordance with the content sponsorpreferences; and provide the augmented content item as a search resultfor display with the other search results responsive to the searchquery.
 17. The content management system of claim 16 wherein augmentingincludes adding a link to a landing page associated with the one or morecontent items.
 18. The content management system of claim 16 whereinaugmenting includes adding a text advertisement sponsored by the one ormore related entities.
 19. The content management system of claim 16wherein augmenting includes determining a format for content to be addedand adding the one or more content items in accordance with thedetermined format.
 20. The content management system of claim 16 whereinthe first entity is a brand.